C-Suite Education: Unlocking the True Potential of Loyalty Programs in APAC & MEA

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Paul Davies

4/29/20242 min read

people sitting on chair in front of table while holding pens during daytime
people sitting on chair in front of table while holding pens during daytime

Last week, I discussed some of the strategic challenges faced by loyalty marketing professionals and seeing I am in Dubai for the Global Loyalty connect conference I thought a follow up would be timely.

One of the challenges was how C-suite buy-in is essential for building impactful loyalty programs in APAC & MEA. Often, however, especially in the markets just exploring loyalty these programs are seen as marketing tactics rather than strategic investments. This lack of understanding can lead to uninspired programs that fail to deliver on key business objectives.

Fact: One Global Customer Loyalty Report, said businesses reported that on average, their loyalty programs generate 4X more revenue than what they cost.

As I mentioned, C-suite executives (or their equivalents) often underestimate the potential of loyalty programs or just simply see them as marketing tactics like a discount programme. Yet they hold the power over budgets and resources, which are essential for building impactful and engaging programs. However, their lack of understanding can lead to "copycat" programs that fail to deliver on key business objectives.

The Power of Educated Decision-Makers

An educated C-suite can significantly enhance loyalty program success. Here's how:

  1. Strategic Alignment: When C-suite executives understand the connection between loyalty programs and overall business goals, they can ensure program design aligns with these goals.

  1. Resource Allocation: With a clear understanding of ROI potential, C-suite leaders are more likely to allocate the necessary resources to build and maintain a successful program.

  1. Long-Term Vision: Loyalty programs are not short-term fixes. Educated C-suite leaders understand the need for long-term investment to cultivate customer loyalty and brand advocacy and in my experience the good ones push you to think more strategically and bigger.

Equipping the C-Suite for Success:

  • Develop a multi-phased engagement strategy, outlining the program's benefits throughout its lifecycle. It is not juts a one off presentation.

  • Tailor your message to the C-suite's priorities, weaving in relevant industry trends like AI and its potential role in loyalty programs.

  • Prepare data-driven presentations with clear ROI projections and how the program aligns with business goals.

  • Always have the detail to back up everything you outline. I have found that a CEO if he gets really interested wants to dive into the details and this just convinces then further.

Unlocking Potential at The Loyalty Marketing Advisors

At The Loyalty Marketing Advisors, we have learnt that gaining C-suite buy-in significantly enhance the chances of success and the scope and effectiveness of the loyalty programme. With a strong understanding of the program's potential impact, the CEO can be more open to investing in better experiences, richer rewards, innovative program features, and data-driven personalization strategies. This, in turn, leads to a more engaging program that drives stronger customer loyalty and business results.

Loyalty Connect Discussion

What are your experiences with C-suite engagement in loyalty marketing? Share your thoughts and insights in the comments below!